Importance of Strategic Fore Thought in PR
Do you read stories in newspapers and
trade magazines about your competitors? Perhaps you know your company is as
successful as they are with just as many positive stories to tell, but none of
the articles you have submitted have been published.
The first thing to understand is that journalists are not in the business of
providing free publicity. Their role is to produce articles of interest to
their readers, so you need to provide relevant information which they genuinely
want to publish. Different journalists write in different ways for different
audiences and it is essential to develop an understanding of their requirements
before submitting any information to them. A newspaper distributed in one city,
for example, is unlikely to be interested in your new office in another city --
but it may well be if you explain that you've had to recruit specialist staff
from the city the newspaper is published in, to address local skills shortages.
Be Strategic
Efforts to secure publicity need to form part of a strategy which supports your
broader commercial objectives. Hold a meeting with your management team --
perhaps with guidance from a PR consultant -- to explore the rationale behind
the publicity drive. For example, you may have expansion plans which rely on
being able to attract and retain high caliber staff. You therefore have two
priorities: Firstly, to position yourself as a highly successful employer that
looks after its staff, and secondly, to ensure that customers know who you are,
what you do, and why you are the best.
Know your Market
It's important to develop a realistic understanding of your target audiences:
Who are the decision-makers? What size companies do they work for or run? Where
are these companies based? How are they influenced? What publications do they
read? You can only hope to make a meaningful impact on people if you know what
makes them tick.
Focus on the Message
Once you've established what you want to create 'noise' about and you've
prioritized your target audiences, it's worth considering how you want to be
positioned. Seeing your company's name in print can be immensely satisfying but
if the article does not communicate specific aspects of your service and
expertise, it's unlikely to have the required effect. By consistently
describing your company in the same way and communicating three or four unique
selling points you are more likely to get your message across.
Spread the Word
Press releases are a useful means of providing journalists with information and
a good proportion of business articles begin their life in this way. However,
journalists are bombarded with hundreds on a daily basis so it's essential that
yours stands out. A powerful headline and first paragraph clearly identifying
the news angle are fundamental. Avoid jargon at all costs and remember KISS:
Keep It Short and Simple.
Tune-Up
Press releases are by no means the only way. Pick up the telephone and discuss
your story with the journalists you want to target. Don't lose heart if you get
an indifferent response: think of the discussion as an opportunity to gain a
better understanding of the type of commentary most likely to impress.
This article is part of Joseph Reriani's "PR Tune-up Blog" newsletter posted to over 6,000 subscribers weekly. The newsletter was first published in 2002 at http://www.Reriani.com. For more articles and PR tune-up tips, please visit www.PrudentPressAgency.com and www.SkyNewswire.com. Joseph Reriani is a Media Consultant and Fellow with the Chartered Institute of Public Relations- United Kingdom. He is the President/CEO of Prudent International Inc and Executive Editor of Prudent Press Agency. He is also an Assistant Editor of SkyNewswire.com directed by Jackie Mugambi . He is a trained journalist and specializes in helping businesses, organizations, and individuals improve their public image by effectively employing the power of public relations. Mr Reriani can be reached at admin @ Reriani.com. You may freely copy and re-publish this article without altering any part in the body.